# Bank of England warns more companies are now planning to use ‘market-responsive pricing tools’ Around a third of firms expected to adopt them.

*fintech · news · 2026-04-09 · LBC*

## Key points

- Around a third of UK firms are expected to adopt market-responsive pricing tools soon.
- Digital technology has significantly reduced the cost and effort required for businesses to change prices.
- Supermarkets are moving towards digital shelf labels, enabling easier and more frequent price changes.
- Morrisons plans to install digital displays in all 497 of its supermarkets, paving the way for dynamic pricing.

**Companies:** Morrisons, Tesco
**Countries:** United Kingdom

[Read the full story on LBC](https://www.lbc.co.uk/article/supermarket-dynamic-surge-pricing-cost-of-living-5HjdXWh_2/)

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